Guide
Creative Advertising
Creative advertising is a type of advertising that tells a unique story or point of view about a brand’s products or services. It typically involves thinking outside of the box and introducing fresh and new ideas to create effective creative ads.
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What is creative advertising?
Creative advertising is an area of marketing that keeps the audience engaged and your brand memorable. It uses a wide range of original concepts and designs to help advertise an even wider array of products and services. The main goal is still similar to the essential tenets of marketing—to increase brand awareness, help you stand out in your industry and marketplace, and ultimately help your business drive results.
Why is creative advertising important?
Creative advertising offers your brand ways to add more original and out-of-the-box approaches to engage with your potential customers. In turn, you can help ensure that your brand can stand out in a sea of endless product pitches. This is especially important in environments where audiences are already bombarded by ads, such as on their phones, in their emails, and during their favorite streaming content.
Within the creative advertising umbrella, there are multiple ways to keep your outreach opportunities interesting, effective, and fresh. There are also all-encompassing efforts, such as 360 marketing plans, that offer a large campaign to cover multiple channels simultaneously (including social media, digital ads, and print ads). For example, you can narrow down your audience with more concentrated strategies that target only streaming video. You can even design a fun and interactive audio ad campaign that allows users to dictate how they want to consume their information. Options like interactive audio ads, thorough walk-through videos, or even unique product packaging all offer easy-to-understand ways for your audience to learn about your products and services.
Nothing is more efficient than creative advertising. Creative advertising is more memorable, longer lasting, works with less media spending, and builds a fan community … faster.
— Stephan Vogel, CEO, Ogilvy & Mather Germany
Types of creative advertising
The main types of creative advertising include brand marketing, product marketing, custom advertising solutions, and experiential marketing.
Brand marketing
The first benefit of creative advertising is that it gives you full control over your brand marketing. This means promoting your brand’s products or services in a way that elevates the brand as a whole. By creating and maintaining brand-consumer relationships and marketing the brand’s attributes, you can effectively contribute to the positive traits that people think of when they picture your particular brand.
Product Marketing
The second benefit of creative advertising is that you can fully develop your product marketing in the process. That means diving into your product research, crafting the story behind your offerings, and building it all into a concise, well-defined, and well-honed narrative.
Custom advertising solutions and experiential marketing
And lastly, creative advertising gives you the opportunity to dive into custom advertising solutions as well as experiential marketing options.
Think about the differences between traditional and creative advertising. Traditional campaigns can typically involve placements like newspaper ads, TV commercials, or radio jingles. Creative campaigns, on the other hand, can range anywhere from pop-up stores with interactive installations to virtual events with influencer partnerships. The creative advertising typically involves breaking from the norm, and that type of unique thinking can produce innovative outlets for you to stand out in a crowded marketplace.
Examples of creative advertising
Here are some examples of unique strategies that started with creative advertising
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Research from Tyson Foods showed that customer purchases were usually on the weekends or during holidays. To show their products as a more regular part of their customers’ lives, Tyson Foods teamed up with Snapchat and Amazon Ads to increase awareness, consideration, and conversion with AR and VR campaigns for their Jimmy Dean sausage products.
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Cheetos sat down with Amazon Ads to construct a truly hands-free house experience powered by Alexa. The unique reality allowed 2022 South by Southwest guests to use voice and motion sensor controls to play music, start movies, make Cheetos mozzarella sticks, and more.
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To promote cat food products on Amazon.com.au, Whiskas, MediaCom, and Amazon Ads created the first on-box advertising campaign in Australia. Together, they created three unique box designs that could transform into a roller coaster, a castle, or an office—all for the enjoyment of their feline consumers.
How to create effective creative ads
There are many ways to create truly effective advertising, but it’s not always clear where, or how, you should start. The truth is, it’s important to figure out how you want your brand to communicate with your core audience.
Step 1: Narrow down where you want your promotional efforts to target
It’s important to build your audience strategy based on your brand’s unique business objectives. That involves pinpointing the relevant audiences that your content should be tailored toward and deciding how you should be connecting with them. These decisions should be based on unique insights from your existing relationships with your current customers.
Step 2: Decide on what your outreach should accomplish
Are you looking to boost sales for a specific product? Maybe you’re interested in getting the word out for a specific service that’s launching soon. You could even be promoting a brand-new partnership, and want to get the word out as fast as you can, with as far-reaching of a campaign as you can. These are all valid answers, and they’re also very far from being the only options.
Taking the adequate amount of time to determine your ultimate goals can be very helpful in determining how much time and effort each step of your creative process needs. In turn, this can help when you start with our next step.
Step 3: Have fun with it
Now, how much fun can we have with it? Believe it or not, this is actually the easy part. What is your brand persona? You can go slowly, but definitely move with intention.
It might be more difficult to offer slapstick comedy if you’re working on promoting a serious service like health care, but it can be done if your team knows all the ins and outs of your product and industry. It can also be difficult to sell delicious sweets with an uber-serious ad that lists out all the ingredients. Play with all of your options, and imagine how you would want your customer to feel with they connect with your campaign.
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Creative advertising with Amazon Ads
Here are some great creative advertising ideas to get started with Amazon Ads:
Combine high-impact video and display ads to forge authentic ties with creators and their unique audiences.
Streaming TV ads that show up in award-winning shows and movies on Prime Video are an effective way to expand your reach.
These highly visible ad placements can help advertisers of all sizes stand out to shoppers both on Amazon and on third-party apps and websites.
The Brand Innovation Lab offers a global team of storytellers and innovators to help develop engaging campaigns at multiple stages of the marketing funnel.
To dive deeper into each option, or for more about other creative advertising options, you can always contact an account executive to learn more.
Conclusion
Creative advertising allows you to generate innovative campaigns that can help you connect with your audience, capture their attention, and even communicate your mission as a brand. Amazon Ads can help you with new and original ideas that come together seamlessly, so you can create memorable ads, compelling interactions, and genuine connections with both new and existing customers. From interesting visual components to animated fun that’s suitable for all ages, being creative with Amazon is a great way to start your next advertising journey.